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5th February 2012
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Home » Maximising Wireless Profit Program » 2005 » Maximising Prepay Cellular Profit » Vodafone live! Impact AssessmentJanuary 2006 (26 pages)
Mobile operators worldwide are looking for new revenue streams to compensate for declining voice revenues resulting from increased competition. To date, text messaging has performed well in delivering non-voice revenue growth, particularly in Europe. However, operators continue to struggle in their efforts to grow non-voice non-messaging revenues. In the current paper we explore how Vodafone has performed in this regard, focusing in particular on the impact of its Vodafone live! service.
With deep pockets and the scale and synergy advantages of a group with operations in 22 global markets, Vodafone is arguably best positioned among mobile operators, to develop a portal capable of delivering valued content and services to customers. The current paper provides an assessment of the performance of Vodafone live! to date. Analysis of the market impact claims reported by Vodafone on a groupwide basis is complemented by a detailed examination of end user experiences in one of the most highly penetrated Vodafone live! markets, Ireland.
Price: EUR 5,000.00 / GBP 4,200.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us
| Table of Contents |
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| 1 | Overview | 1 |
| 2 | Introduction | 1 |
| 3 | What is Vodafone live! | 3 |
| 3.1 | Convergent Brand - Diverse Price/Positioning | 4 |
| 4 | Vodafone live! Impact | 7 |
| 4.1 | Subscribers vs. live! Customers | 7 |
| 4.2 | ARPU Trends | 7 |
| 4.3 | Non-Voice, Non-Message Revenues | 8 |
| 4.3.1 | Vodafone live! ARPU Impact | 9 |
| 5 | Vodafone live! User Survey | 11 |
| 5.1 | Survey Background | 11 |
| 5.2 | Methodology | 11 |
| 5.3 | Sample Profile/Characteristics | 11 |
| 5.4 | Results | 12 |
| 5.4.1 | Awareness and Usage of Vodafone live! | 12 |
| 5.4.2 | Usage | 13 |
| 5.4.3 | Willingness to Pay | 16 |
| 5.4.4 | Expectations Regarding Cost | 18 |
| 5.5 | Factors Impacting Use | 22 |
| 5.5.1 | Factors Discouraging Use | 22 |
| 5.5.2 | Factors Encouraging Use | 23 |
| 5.6 | Reported Vodafone live! Spend | 24 |
| 6 | Conclusions & Recommendations | 26 |
| 6.1 | Key Survey Findings | 27 |
| 6.1.1 | Awareness | 27 |
| 6.1.2 | Usage | 27 |
| 6.1.3 | Willingness to Pay | 27 |
| 6.1.4 | Understanding of Cost | 28 |
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